Clearly Canadian Beverage Corporation has hired the INOV8 Beverage Company to develop a new line of beverages under the Clearly Canadian trademark.

INOV8, led by former CEO of Snapple Mike Weinstein and former CEO of Yoo-hoo/Orangina Brian O'Byrne, said today (26 July) that the new drinks will use the strength of the Clearly Canadian brand heritage.

Clearly Canadian CEO Brent Lokash said: "Mike and Brian have been responsible for a tremendous increase in the value of every beverage company in which they have been involved. Mike's enjoyed great success at Snapple, where he purchased a declining brand for $300m, created a dramatic turnaround and then sold it three years later for $1.4bn. Our relationship with Mike, Brian and INOV8 is a major triumph for us and exponentially increases the growth potential of the Clearly Canadian brand."

INOV8 chairman Mike Weinstein added: "With the immense growth being seen today in water-based beverages, I'm convinced that Clearly Canadian offers the potential for a huge resurgence in sales. Brian and I look forward to working closely with Brent and his team."

Clearly Canadian recently announced that it has added the Californian drinks distributor Haralambos Beverage Co. to its US distributor network, along with Cencal Beverage, Valley Wide Beverage, Eastern Sierra Wholesale, Benitas Distributing, Maita Distributors and G.B.L Distributing in the state.

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